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FRIDAY Issue APRIL 13, 2012 FRESNO STATE
COLLEGIAN.CSUFRESNO.EDU
SERVING CAMPUS SINCE 1922
Esteban Cortez / The Collegian
A new Fresno State logo was unveiled yesterday at an event outside of the University Student Union. Shirley Armbruster (left) poses with Time Out and members of the Integrated Marketing and Communications Steering Committee, which executed the campus-wide branding initiative. The logo unifies the well-recognized dog paw symbol and its mission of opportunity, the committee said.
Fresno State unveils new university logo By Esteban Cortez The Collegian The words “discovery,” “diversity” and “distinction” sit beneath the university’s renovated logo, which features a new font that spells out “Fresno State” in the university’s traditional red and blue colors. A paw print juxtaposed with the “O” in “Fresno” connects the university with the bulldog, perhaps the university’s most-recognized symbol. The new logo—revealed yesterday at
an on-campus event just outside of the University Student Union—is a result of three years of extensive marketing research. “We found that people think of us as ‘Fresno State,’” said Shirley Ar mbruster, co-chair of the university Integrated Marketing and Communications Steering Committee, which executed the new branding campaign. “I’m delighted that we are making great strides in unifying our message as a university, and it’s distinctive in how we present ourselves.”
Although the formal name of the university remains “California State University, Fresno,” the new logo embraces the popular name “Fresno State” in all references to the university. Provost William Covino, co-chair of the branding committee, said that the new logo illustrates the existing positive reputation established by the university’s formal and informal names. Tamyra Pierce, chair of the department of mass communication and jour nalism and a member of the branding committee, primarily assist-
ed with marketing and research for the new logo. “It was three years of hard work, and a culmination of talking to a lot of people,” Pierce said. “We listened to the community, staff, students and faculty and this [logo] is what it came to.” Pierce and other members of the branding committee conducted research, surveys, one-on-one interviews and focus groups with Fresno State community members and marSee LOGO, Page 3
Provost calls for faculty and staff support on governor’s initiative By Samuel Cosby The Collegian Cuts to Fresno State’s impending budget could stop in November if Gov. Jerry Brown’s tax initiative is passed, Provost William Covino discussed in a forum Wednesday. Revenue generated by student fees has reached an all-time high, Covino explained. Student fees now account for 51 percent of Fresno State’s budget. Forty-nine percent is allocated to the school by the state. For the first time ever, Fresno State’s student fees now account for more than the state’s allocation.
The California Sales and Income Tax Increase Initiative would include increasing the state income tax levied on annual earnings more than $250,000 for seven years, increasing the state’s sales and use tax to 7.5 percent, and allocate this revenue to local schools and colleges. University of California President Mark G. Yudof expressed his support for the tax initiative in March to the L.A. Times saying “In my view, it represents the best opportunity I’ve seen in my four years in California for the state to clamber out of a sinkhole of fiscal uncertainty and move forward into a better, more prosperous future.”
If Brown’s tax initiative fails to pass, then schools will lose funding, and Fresno State will take a $10.5 million cut in funding once again, Covino said. “We are prepared for cuts,” Covino said. “We will be fine for next year, but we will have to open up the discussion of what we will do next.” Covino said Brown’s initiative passes, schools will see a growth in funding by 4 percent per year, which would be used for staff and faculty salary increases. The tax initiative is currently collecting signatures, and if enough signatures are collected, then voters can vote on the measure in November.
“No one is excited for the budget challenges we are facing,” Covino said. “In the face of all these challenges, the faculty and the students are still doing great things.” At the forum, Covino also recognized several departments on campus for their accomplishments. The Department of Linguistics was recognized for receiving a patent on its voice recognition software, as well as their new program to preserve the Chukchansi language. Covino also announced that the Henry Madden Library had received See INITIATIVE, Page 3